IHG Launches All-Suites Brand

by Jessica Montevago
IHG Launches All-Suites Brand

InterContinental Hotels Group (IHG) will launch Atwell Suites as its new upper-midscale suite segment. Photo: IHG


InterContinental Hotels Group (IHG) is launching an all-suites brand, the company announced Wednesday at its Americas Investors & Leadership Conference in Las Vegas, targeting an estimated $18 billion industry segment with strong guest and owner demand.

The Atwell Suites will be in the upper-midscale segment, joining other brands including Holiday Inn Express and avid hotels.

CEO Keith Barr said during IHG’s 2018 fourth quarter and full-year earnings call that the all-suites segment of the Americas’ upper-midscale market has grown in scale by about 70 percent over the past four years.

“The Atwell Suites brand is tailor-made to meet the significant demand in the upper-midscale segment for a new all-suites brand,” Barr said in a statement. “Our newest offer gives owners and guests something different to what’s out there today – a stylish suite with the flex for guests to work, socialize or explore over a four-to-six-night stay. As we focus on accelerating our growth, the brand will further extend our leading position in the mainstream space.”

IHG said as it developed its newest hotel brand, research highlighted that many guests are looking for a memorable experience as well as a differentiated, right-sized set of amenities and services falling between those offered by traditional extended stay and traditional select service hotels. This travel trend also meets the desire of IHG owners for a new concept to introduce in local markets.

Atwell Suites will be geared for stays of four to six nights, compared to the extended stay brands optimized for week-long stays.

Atwell Suites IHG Living Space
The living space at IHG's new Atwell Suites. Photo: IHG

Atwell Suites properties will offer all-studio suites that include distinct zones for living and sleeping; a kitchenette area with counter-height refrigerator, microwave, coffeemaker and sink; a work area with a high-top desk solution; a pullout sofa; an oversized vanity in the bathroom; and a closet that can be easily accessed from both the guestroom and the bathroom.

The brand’s design allows guests to create their own environment with more flexible meeting spaces – including a meeting room integrated into the lobby, outdoor space, huddle areas and public/private working spaces.

Food and beverage options will include a complimentary hot breakfast that will feature two or three signature hot items, alongside cold, grab-and-go options and premium coffee. Additionally, guests can enjoy the bar in the lobby at the end of the day that will serve small plates paired with a drink menu.

The brand will also offer IHG Studio, a seamless direct casting of entertainment from guests’ smart phones and personal devices to 55” TVs in each room. Self check-in will be offered at tablets in close proximity to the front desk/bar area.

IHG expects the Atwell Suites brand to be franchise-ready in the fall of 2019 with the first hotels beginning construction in 2020 and opening in 2021. The initial development will be focused in the U.S. market and the brand will be new-build led following a prototypical design.

IHG Atwell Suites Queen Suite
Queen Suites at IHG's new Atwell Suites brand. Photo: IHG

  0
  0
TMR Recommendations
Top Stories
Montreal's Luxury Hotel Renaissance Takes Shape

A new hotel scene and a destination specialist program provide business opportunities for luxury travel advisors in the world’s second-largest French-speaking city.

Bahamas Resorts Assess Damage After Hurricane Dorian

The country’s tourism industry accounts for 60% of the gross domestic product, the most of any Caribbean nation.

Florida Hotels, Theme Parks Brace for Hurricane Dorian

Hotels and theme parks make adjustments to accommodate guests and residents in wake of the storm.

MGM Acquires Stake in Group Operating NoMad Hotels

The deal moves MGM into the boutique hotel business and creates crossover opportunities for the brand.

Two Standout Hotels to Consider for South Africa Travel

Here is an inside look at two standout hotels, from a focus on history in Johannesburg to an art experience in Cape Town.

Here’s What Taco Bell’s First Pop-Up Hotel Looks Like

After selling out its 70-rooms in just two minutes last month, The Bell: A Taco Bell Hotel and Resort welcomed guests from 21 different states to the Palm Spring desert for the first time this week.

News Briefs
Tip of the Day

"Bringing companies, consumers and communities together is our best chance to protect destinations and ecosystems for future generations.” - Prince Harry, Creator of Travalyst

Daily Top List

The Best Times to Post on Instagram

1. Monday: 6am, 10am, 10pm

2. Tuesday: 2am, 4am, 9am

3. Wednesday: 7am, 8am, 11pm

4. Thursday: 9am, 12pm, 7pm

5. Friday: 5am, 1pm, 3pm

Source: Later.com

TMR Outlooks